Documente Academic
Documente Profesional
Documente Cultură
Zocola Agency
Tutorial T209
YUEN QI S10171247F
Contents Page
1. Executive Summary 3
3. Target Publics 11
6. Strategies
a. Message Strategy 15
b. Media Strategy 19
c. Action Strategy 33
7. Tactics 35
8. Implementation Timeline 39
9. Evaluation 41
10. Budget 43
11. Appendix 46
2
1. Executive Summary
In this proposal, we aim to explain the proposed idea behind World Suicide Prevention Week
Through our research findings, we have found that SOS current platforms do not tailor their
messages even though social media is increasingly a huge part of youths lives today. The
platforms also do not offer sufficient calls-to-action to suit youths, thus deterring the target
We believe that with better understanding, suicide can be preventable. Hence we aim to
spread awareness to youths on SOS and suicide by beefing up their social media presence.
The proposed campaign, Be A Samaritan, will begin in August, which will include tactics
such as a community event which falls on World Suicide Prevention Day. Social media
platforms and the SOS website will undergo a revamp and we will engage social media
influencers to reach out to youths and propose possible story angles to the news media. The
3
2. Research Findings & Analysis
The Samaritans of Singapore Facebook page is not updated frequently, which means that
people will not visit the page often for information. Unlike other non-governmental
organizations in Singapore, the organisation does not have a large following - in terms of
likes, no effort is being made on the Facebook page to engage its audience through the use
of regular visual postings. They do not have an Instagram page, which is the social media
that most youths use these days, which translates to them not being able to reach out to the
16-25 and 25-35 age range, which according to NapoleonCat accounts for 61% of Instagram
users in Singapore (Kowalczyk). The 16-25 age range individuals are most at risk for
suicide, while the 25-35 age range are crucial advisors that should be targeted as well when
Short-lived Campaigns:
Apart from the #howru and Plaster the Silence/ Wear a Plaster End the Silence Campaign
which falls on the same week as the World Suicide Prevention Day and International
Survivors of Suicide Loss Day, there is little to zero communication to the public for all the
other months.
The #howru plaster campaign only managed to raise about only 11% of their goal of $50,000
on giving.sg, which shows that the campaign has not reached a wide audience, and is not as
The Facebook page had merely garnered 2,799 likes. A video for the campaign which even
saw the collaboration with social media influencers did not go viral and appears
4
underwhelmed. It had a total viewership on Facebook of up to 105,000 views, with 406 likes
for the video, 12 comments and 337 shares as of 6 July 2017, which shows the lack of reach
to audiences. However, SOS claimed that there were 4.5 million online impressions made in
There is a steady number of suicides over the years, with 353 cases in 2010 and 409 cases
in 2015 and 429 cases in 2016 (Death and Life Expectancy). The 20-29 age group had the
most suicide cases in 2015 (National Suicide Statistics). Through the 24-hour hotline, SOS
handled an average of 106 calls daily, the majority was from the 30-59 age group (24-Hour
Hotline). Mental health issues and difficulties with family relationships were the most
common problems presented by callers. In 2015, the 10-19 age group had the highest teen
In 2015 and 2016 alone, there have been numerous articles published by local news media
organisations such as Today (Wear A Plaster), The Straits Times (Seow) and The New
Paper. During World Suicide Prevention Week, articles about the #howru and Plaster the
Silence campaign were actively published. The articles talked about the years campaign as
well as some suicide statistics of the year. The New Paper had also featured a personal
story of a suicide survivors brush with death and her journey to recovery (Tan). Suicide
hotlines were also made available. The criminalisation of suicide was also reported by The
New Paper when the Association of Women for Action and Research (Aware) in conjunction
with World Suicide Prevention Day called for a repeal of Chapter 16, Section 309 of the
penal code, which makes attempting suicide a seizable offence in Singapore (Govin). In May
this year, an online suicide game and Netflix drama series had prompted the Education
5
(b)Primary Research Findings
We conducted a survey to find out youths knowledge and current awareness of suicide in
Singapore and the organisation - SOS. We had a total of 96 respondents, the majority of
Key Findings:
- Respondents are aware of the top 3 age ranges - 12-17, 18-24 and 25-24, that
display the highest suicide rates in Singapore which corresponds to official data.
16.7% is still unsure, it constitutes to more than of total respondents not being able
- 80.2% of respondents fall in the neutral range (4-7) when asked to rate from a scale
of 1 to 10, knowing basic information about suicide but not extensively. This shows
- 39.6% of respondents think that the number of annual suicide cases amount to 200-
400, in reality average annual suicide rate for the past 10 years is 399.5, which
shows that a fraction of respondents are somewhat aware of the suicide cases that
happen in Singapore. However, most are still not sufficiently educated on suicide in
6
- Most respondents rank studies and bullying as top causes for suicide. However
according to the SOS 2016 annual report the most common reason for suicide is
Proximity of suicide
- 56.3% of our respondents have people that are close to them being a victim of
suicide. As most of the respondents are within the 18-24 age range, it shows how
- All respondents believe that suicide is in a way preventable. This shows that people
- 81.3% know that they have a responsibility in suicide prevention. These results
suggest that people are aware of how support is needed when someone is facing
suicidal thoughts.
- Most people know the importance of emotional support when dealing with someone
- 46% of our respondents said they would attend a campaign regarding suicide
prevention, while 51% of our respondents will consider attending, this means that
extra consideration is needed to make the campaign more interactive and attractive
to the youths. With this, this is a good sign as it clearly shows that people do not
disregard suicide.
7
Key Problems:
- About 92.7% of our respondents feel that suicide is not widely discussed topic in
Singapore. This is evidence that suicide is a taboo topic in Singapore, probably due
- SOS is not well known enough to the youths. 38.5% of our respondents have not
heard of SOS before. That is a significant amount, considering SOS is the only
8
(c) SWOT Analysis
STRENGTHS OPPORTUNITIES
SOS is the most prominent suicide SOS engaged social media to spread its
prevention and management organisation in message for World Suicide Prevention Day
SOS campaigns from 2012 to 2016 have over eight days. Many Singaporeans learnt
managed to raise awareness in the teenage about SOS through such campaigns.
calls of help from aged 10-19, a fifth of 2680 13 Reasons Why is a drama about a
calls in that age group. This is a significant teenage girls suicide and her reasons for
increase from a total of 1767 calls in 2014. doing so. Though the show is a hit with
There was a significant jump in numbers of suicide and has sparked controversial
referrals after the How R U Campaign. The debates about the storyline. SOS may want
suicide prevention centre saw 234 cases in to make use of this controversy to promote
crisis, or had lost someone to suicide a A new online trend called the Blue Whale
significant increase from the 65 cases it saw Challenge is goading young teens into killing
raise awareness.
9
WEAKNESSES THREATS
Their previous campaigns are only short- If SOS does not actively use social media to
termed. In between campaigns, SOS have engage audiences, the organisation will run
SOS do not regularly engage with the public The SOS official website has to be more
as they do not own an organizational social frequently updated with engaging and
media page, aside from publicity accounts current content as well as relevant and
for their campaigns, such as the #HOWRU impactful visuals to garner the attention of
SOS official website was last updated in losing the interest and engagement of their
2016 and no new content has been added in audiences if their website fails to captivate
2017. With outdated web design consisting the audiences interest in the organisation.
audiences.
10
3. Target Publics
21 years Singaporeans or
suicide in Singapore
- Educational level:
teachers audience
11
(their parents)
12
4. Problem Identification & Problem Statement
With social media being a huge part of youth's lives today, SOS current platforms do not
tailor their messages and do not offer sufficient calls-to-action to suit youths, thus deterring
the target audience from receiving these important messages intended for them.
13
5. Goal Statement & Objectives
Goal Statement:
To spread awareness to youths on SOS and suicide in Singapore by beefing up their social
media presence.
Goal Objectives:
taboo subject
14
6. Strategies
(a). Message Strategy
OVERALL/MAIN MESSAGE:
With better understanding of suicide, suicide can be preventable.
27 suicide cases pushed past their breaking point do avenues for one to seek
15
A private therapist
A family physician
A religious or
spiritual leader
organisations catered to
different demographics,
provides a support
caregivers are
16
absent("About Us").
Babes.orgs 24 hour
unplanned teen
Teens").
hotline counselling
Mandarin-speaking
("Care Corner").
Singapore Council of
Womens organisation
provides face-to-face
counselling at a minimal
difficulty in receiving
17
maintenance
("Maintenance Support
Central SCWO").
18
(b). Media Strategy
TIER 1 MEDIA
CATEGORY: NEWS MEDIA
Name of Name Specific Profile Reach/ Rationale
Media of Section/B readership/ Why this media?
Journa eat to circulation/
list/Edi pitch followers
tor to
pitch
1. The Wong It Wong does Being the most The Straits Times has
Straits Kim Changed real-life stories read english social media platforms
Times Hoh My Life about lives that newspaper in that can easily track
have been Singapore, its the engagement reach
dramatically print and digital through the number of
changed by readership likes, shares and
events, people equates to comments. Especially
or 29% on an since our target
circumstances. average basis audience - aged 15 to
according to 21 are tech savvy
the Nielsen consumers. Their
survey (The parents, our
Straits Times). secondary target
audience, could also
have daily newspaper
subscriptions.
19
target
audience.
20
students. readers per the newspaper. The
week: 33,276 schools subscription
IN is rich with (Singapore makes it compulsory
news articles Press for students to read
from a young Holdings). the supplement.
persons
perspective, It is distributed It also provides as a
reporting on free with The form of material for
youth trends Straits Times teachers to discuss
and featuring every Monday within the classroom.
student writers. to schools
which Students can pick up
IN's aims to subscribe to tips to better cope and
educate, more than 50 manage with stress,
interest and copies of The and teachers can
engage the Straits Times advise accordingly,
young in every week one example is
current affairs, (Singapore suggesting and
news, and the Press making known the
English Holdings). available support
language, networks when
adding value to students face issues
their be it at home or
knowledge. school.
5. Class The Muttons in Class 95 plays Class 95 is the The radio station
95 Muttons the contemporary most-listened- targets our secondary
: Morning music from the to English target audience, aged
Vernon 80s to today's radio station in 21 years old and
A& pop. 2016. It also above, who are crucial
Justin reached its advisors, educators to
Ang The morning highest our primary target
drive time slot listenership in audience, aged 15-
is hosted by the last three 21.The knowledge
The Muttons in years, with learnt could then be
a show about 758,000 imparted to minors.
segment called listeners
Muttons in the (Channel
Morning from NewsAsia).
6am-10am.
It is targeted at
English-
speaking
professionals
and executives
between 25 to
40 years.
21
6. 987 Sonia The Shock 987 FM is 987FM holds Evening drive time
FM and Circuit a Mediacorp 10th place on has one of the most
Joakim English radio the top radio number of listeners,
station in stations in other than the
Singapore. It is Singapore morning drive time.
the only chart. It target We can maximize
contemporary millennials and exposure of the
hit FM radio young adults. campaign during this
station in timeslot.
Singapore. In 2017, 987
FM attained a
Many listenership of
millennials and 9%, an
young adults increase of
tune into 70,000
987FM as listeners from
it focuses on the last
playing the Nielsen survey
latest hits. conducted in
2016.
22
inspire nations first
(Kiss92). radio station
targeting
women aged
between 30 -
50 (Lim).
23
1. Social Christabel Chua The 23-year-old Christabel Her strong online
Media @Bellywellyjelly covers content engages 143k presence is renowned
Influenc (instagram) / on beauty, followers on among local
er- bellywellyjelly.com fashion and Instagram. Her teenagers,
Instagra (blog) lifestyle. Her blog has been corresponding to our
m popularity rose well primary target
after becoming a established in audience. She is a role
beauty host for Singapore model to many
The Smart Local since 2012. teenagers which
TV, having Her followers makes her a powerful
partnerships with mainly opinion leader whose
international comprise of words hold weight to
brands like teenagers and the public.
Samsung, young adults.
Forever 21, and
more.
24
starred in his first However, he is
television series, less active
Halfworlds in there and
2015. He is also updates
the first runner- Instagram
up in the first more
season of Sing! frequently.
China. This
made him very
popular locally
and in China.
4. Dee @Deekosh Dee Kosh is Dee Kosh has Through his humorous
Kosh - (Instagram) famous for viral a following of personality, he is able
Social videos such as more than to breathe life into a
Media @TheDeeKosh "To All My 220,000 topic like suicide
Influenc (Twitter) Singaporean subscribers on prevention and SOS,
er Clubbers" and Youtube. which means that
"Why I Will more people will be
Never Add My He has earned interested in the topic
Mom on over 150,000 as he is able to give it
Facebook". He Twitter a new dimension.
has attracted a followers and
large number of 96k followers
viewership. on his
Instagram
page and is
also active on
these
platforms.
25
million
They not only pageviews a
create high- month and
quality their videos
multimedia news have
and consistently
entertainment received an
content that average of 1
encourages million views
social sharing, per month,
but also help hitting a high of
brands speak 2.6 million
with digital views in June.
audiences
through their They also have
content many
marketing advertising
services. partners.
26
7. @Naomineo_ Naomis rise to She engages Naomi often expresses
Naomi (Instagram) fame dates back with 373k herself on topics
Neo - to 2009 where followers on related to issues faced
Social @Naomineo_ she was an avid Instagram and by teenagers such as
Media (Twitter) user of 432k followers loneliness, depression,
Influenc Facebook. The on twitter. Her bullying and
er relatable content Facebook page relationship problems.
she frequently garnered likes She shares her
posted on from almost experiences and
facebook gained 79k Facebook advice with her
popularity quickly users. She also followers which
amongst local maintains a consists of mainly
teenagers. She personal teenagers and young
is now a youtube adults, who often find
renowned social channel, her content relatable.
media influencer Naomi Neo, Naomi also found an
and youtuber. which has a instagram page
reach of 262k @youaintalone, with a
followers. 7k follower reach. On
Naomi was this account, she posts
awarded the relatable motivational
title Top and encouraging
Lifestyle quotes to help and be
Influencer there for her followers
(Singapore) at who are going through
Influence Asia a tough time. Through
2017. these posts, she can
help to educate her
readers on the
sensitive topic of
suicide.
27
travel host, frequently regards to how to deal
events emcee posts content with the issue of
and voice over which allows suicide.
artiste, her to engage
according to her her followers,
instagram and often
biology. replies tweets
from fans.
TIER 2 MEDIA
28
CATEGORY: BLOGS/VLOGS/SOCIAL MEDIA INFLUENCERS
Name of Name of Social Media Rationale
Media Influencer/Blogger/Vlogg Why this media?
er
29
OWNED MEDIA CHANNELS
well-utilized.
30
18% of Singaporeans being active users and 85% of existing
activities of SOS.
SOS and the different ways one may approach SOS for help.
31
increasing awareness of suicide in Singapore.
32
(c). Action Strategy
ACTION DESCRIPTION
STRATEGY
1. Tailor content - Revamp and recreate the SOS website and any existing
media such as
websites and social - Create a Facebook page for SOS and relaunch SOS (giving it
media platforms that a new social media presence and direction) which will pump
will not only suit out social media content during and leading up to the World
attention.
2. Collaborate with - Social media influencers will inform youths about SOSs
social media relaunch as an NGO and its campaign for this year which aims
their followers.
place.
secondary target
audience through - Apart from feature stories, it can write articles about SOS
33
platforms such as latest campaign in lieu of suicide prevention week. Promote
partners in nurturing - Cover the relaunch of SOS that hopes to spread awareness
such as an event
help for people who are suicidal or people who have loved
34
7. Tactics
World Suicide - An event will take place on World Suicide Prevention Day, 10
2017
Name of Campaign:
- Collaborate with food stalls, not charge them for stall space, in
35
food discount coupons for the event.
Revamp and drive - Revamp the website to include more call-to-actions, and
website
36
- People can make their pledges on the website, which entitles
suicide loss in magazine articles, talk about their journey and how
(complete with social media platforms and website), and the event
37
with World Suicide Prevention Week campaign 2017.
38
8. Implementation Timeline
(30 Jul - (6 Aug - (13 Aug - (20 Aug - (27 Aug - (03 Sep - (10 Sep - (17 Sep -
05 Aug) 12 Aug) 19 Aug) 26 Aug) 02 Sep) 09 Sep) 16 Sep) 23 Sep)
Revamp
Website
and create
social
media
platforms
Increase
social
media
presence
WSPW
Campaign
begins
Pledging
system on
website
Gather and
source for
food
sponsors,
local
musicians
Social
Media
Influencer
Postings
Prepare
media
invites and
door gifts/
freebies/
booklets
Reach out
to news
media
Stage and
equipment
ready
39
Event
10 Sep,
Sunday -
World
Suicide
Prevention
Day (start of
Week 3)
World
Suicide
Prevention
Week
WSPW
Campaign
Ends
40
9. Evaluation
Evaluation
shares
influencers posts
Website
- Website traffic
Event
41
- After the campaign, conduct a survey to find out if people
Level 3: Measurement of - Increase in family and friends referring a loved one who is
changes in attitudes,
opinions and behaviour suicidal to the SOS helpline
42
10. Budget
Cost
Holding space for event/ Bandstand for Scape Level 1: Bandstand Area (Area:
performances 1,560 sq ft)
Total: $2890
Tentage Tentage
3x3m Portable Tent Set-Up - $100 Each
Tentage for:
- Exhibits (x3)
- Post It Wall (x1)
- Food booths (x2)
(JNR Entertainment)
(TheSGRental)
$1380
(IvandLevine Entertainment)
43
Radio Heatwave Event Hosts $856
(Radio Heatwave)
(PullUpStands)
(PullUpStands)
(RentATent Singapore)
(Pang Catering)
Media Invites, Event Door Gifts & Programmer Booklet (for 200 pax) - $320
Programme Booklet, Freebies (gogoprint)
44
Collaborations - Food and Beverage for Event
(ThunderQuote)
Social Media (Facebook & Instagram) Average cost per click for Singapore: $0.41
Advertisement
(IceCubeAsia).
Total: $14,507.50
45
11. Appendix
Secondary Research
International Survivors of Suicide Loss (ISOS Loss)
SOS commemorates the International Survivors of Suicide Loss (ISOS Loss) day every year
since 2014. ISOS day is a day when family and friends of those who have died by suicide
can come together for healing and support.
On that day, SOS is organizing a get-together, specially for survivors of suicide only. A
survivor of suicide is anyone affected by a suicide death, including family members, friends,
neighbours, co-workers etc. Survivors also include professional caregivers and mental
health providers whose client died by suicide.
The private event even featured the screening of The Journey, a new documentary on
survivors of suicide produced by the American Foundation for Suicide Prevention (AFSP).
The film shows how diverse groups of survivors cope with their loss and how they learn to
live a meaningful life again.
Plaster the Silence/ Wear a Plaster End the Silence Campaign (2015-2016)
SOS has partnered with TBWA Singapore to carry out the Plaster the Silence/ Wear a
Plaster End the Silence campaign as part of World Suicide Prevention Week. The #Howru
campaign encourages everyone to show support by wearing a black plaster on their inner
wrists. The aim of the plaster is to start conversations, once people see a black plaster on
others wrist, emphasising that the first step to suicide prevention is getting people to open
up about their feelings and their experiences.
Christine Wong, executive director of SOS, added that through the #howru plasters, SOS
wants to remind people to be attentive to the emotional well-being of their loved ones.
Suicide support
SOS is the most prominent suicide helpline, appearing as the top search on google when
one is searching for suicide helplines in Singapore.
46
Decriminalisation of suicide
In conjunction with World Suicide Prevention Day in 2016, gender equality group Association
of Women for Action and Research (Aware) called for a repeal of Chapter 16, Section 309 of
the penal code, which makes attempting suicide a seizable offence in Singapore. Those
found guilty can be fined, jailed for up to a year, or both. "Suicide is a matter for social
support and public health, not criminal law," said Aware's head of advocacy and research
Jolene Tan.
It quoted a 2014 World Health Organisation (WHO) study which states that no data or case-
reports indicate that decriminalisation increases suicides. In fact, suicide rates tend to
decline after decriminalisation.The study also noted that of the 192 independent countries
and states it looked at, only 35 had criminalised suicide.
Instead of punishing those who attempt suicide, Aware suggested measures such as
providing psychological first-aid training to police officers and setting up a specialised unit
within the police force that is specially trained to respond to suicide attempts.
47
Primary Research Survey
1. Gender
2. Age
3. Occupation
48
4. Do you think suicide is a widespread issue/concern?
5. Which age group in your opinion has the highest suicide rates?
49
7. How many suicide cases do you think there is every year in Singapore?
50
10. What do you think are the most common problems/reasons causing suicide?
(Rank from 1-8 with 1 being the most common problem/reason)
11. What is your likely response when someone you know is suicidal?
(Pick as many options!)
51
12. Do you know of someone who has suicidal thoughts/ has tried to commit suicide/
committed suicide?
13. Do you think the topic of suicide is widely talked about in Singapore?
52
15. Would you participate in campaigns to spread awareness about suicide?
53
Tactics:
54
55
Website (Pledging system)
56
Social Media Advertising
57
Caption (for SOS social media pages):
Be A Samaritan. Understand Suicide. Make your pledge.
In Singapore, suicide claims more than one life a day. Its hard to talk about, but actions
speak louder than words.
The ILY hand sign originates from the sign language, a gesture that has become commonly
known to many. This sign is an informal expression of any of several positive feelings,
ranging from general esteem to love, for the recipient of the sign. We encourage you to
spread the love and positivity.
Be A Samaritan, make the pledge for your loved ones. At SOS, we believe that suicide
prevention is everybodys business, and require the combined effort of many. Make your
suicide prevention pledge at sos.org.sg and #BeASamaritan today!
Join us for a day of fun and awareness at our event happening on World Suicide Prevention
Day, Sunday 10th September at Scape from 11am-4pm. Follow Samaritans of Singapores
social media pages for entry to the event! Make the pledge online at sos.org.sg to get a food
discount voucher which can be used to purchase at on-site food stalls. Expect to see local
music performances and social media influencers doing their part to #BeASamaritan.
58
Event Line Up/Schedule
TIMING DETAILS
59
Event Layout
60
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